Email Marketing – 5 Important Aspects that Ensure More Clicks and Opens
There are countless business goals that one can achieve with email marketing including creating brand awareness, announcing new goods or services, attracting new clients or customers, and many more. However, merely sending out an email does guarantee success in any of these goals.
Yes, it is truly one thing to launch your email campaign and a different thing for it to achieve the desired result. Whether or not your email campaign will achieve the intended goal depends much on some elements of the campaign itself. Here are those aspects of an email marketing campaign that guarantees more click and open rates.
The Subject Line
First impression matters. This is true of virtually all marketing endeavors but particularly true of email marketing. In email marketing, the subject line means a lot. The body of your email might be engaging and the call to actions superb but without a good subject line, all these are of little or no significance. That is because it is the head or subject line that determines whether or not the email will be opened at all.
An email subject line that will attract a lot of clicks and opens should be simple, clear, and catchy at the same time. By being simple, it means that no extraneous word should be included and that the subject line shouldn’t be too long. Remember that many emails are opened on mobile phones. This means that the subject line won’t show everything at once if it’s too long. Unfamiliar words should be avoided as well. You may also want to include special characters like emojis (the right ones of course) in the headline. This sends you or your brand out as being friendly and, therefore, encourages more people to open your email and see what you’ve got.
The Goal
Your campaign has a goal, yes, otherwise there is no point sending it. Whatever that goal is, whether to visit your online store, to subscribe to your mailing list, or to be aware of your new set of services, should noticeably but unobtrusively reflect on the subject line, the entire content, and the call to actions (CTAs). Not only should there be a goal, but you should also include a sense of urgency for that goal so that your readers will see the goal as something they have to do immediately or never get another chance to do. Without a goal and the sense of urgency, a reader will simply open the email and quickly go back, which also means that your next email may not be opened at all.
The Quality of the of the Campaign Content
Getting your target audience to open your email is not everything. An email campaign that is considered successful is one that the target readers stick around enough to take the desired action. This part depends on the quality of the content. If the content of the email is not engaging, is substandard, and unexceptional, you can be sure that your audience, even if they open it, won’t stay long enough to do what you require them to do.
To ensure quality, the content of an email should be devoid of distractions and unnecessary details. It should also engage the readers and motivate them to click more and more (if need be) until the desired action is finally taken.
The Nature of the Campaign
Besides quality, the nature of the content of an email campaign plays a significant role. The principle of one-size-fits-all does not work here. Every email campaign is unique in terms of recipients and goal. Therefore, the content of an email has to be customized to resonate with the needs, likes, and history of the target audience. This, of course, cannot be achieved without good background knowledge of the target audience. So, before launching an email campaign, time has to be taken to study the target audience. This way, the content will be created to speak to them directly and on a personal level.
The Timing of the Content
After subject line, time is actually the next element that contributes to deciding email marketing open and click rates. Indeed, quality emails, with the best subject lines, sent at the wrong time may not be opened at all. Therefore, you should know the right time to send out your emails. Generally, emails sent during weekends have more clicks and opens. This is simply logical: people have more time and patience to open emails, read, and hopefully take the desired action during weekends. However, if the email must be sent during the weekdays, it should be around 8 p.m. and not any time between 9 am to 5 pm when people are most likely busy in their offices.
These are aspects of email marketing that determines the overall click and open rates. In addition, you should always bring something new – services, ideas, offers, and more. This will surely increase open and click rates because people are thrilled by a sense of something new.